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Name: _________________________ | Period: ___________________ |
This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.
Multiple Choice Questions
1. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?
(a) A rapid increase in users or viewers.
(b) Name recognition.
(c) The potential customer's intent.
(d) A product that appeals to as many different demographics as possible.
2. In what month of 2004 does Google file its IPO?
(a) June.
(b) November.
(c) February.
(d) April.
3. What is the stated goal of almost every major search player?
(a) To steer Internet users to buy products from the ads listed in their search pages.
(b) To find the exact answer to a question, recommending one source over another.
(c) To provide the fastest possible response time for search returns.
(d) To learn the individual habits for each user and use them to increase profits.
4. What question does the Florida Supreme Court attempt to answer in 2003?
(a) Does online theft carry the same penalty as offline theft?
(b) How much information should be available on the Internet?
(c) What government ethic laws apply to Internet advertisers?
(d) How much profit should an Internet company be allowed to generate?
5. According to Battelle, what two entities are public companies held accountable to?
(a) Its customers and employees.
(b) Its leaders and shareholders.
(c) Its competitors and shareholders.
(d) Its advertisers and customers.
Short Answer Questions
1. What has Yahoo learned that Google has not up until this point?
2. What is one option of how the Internet could interact with DVR (Digital Video Recording) viewers?
3. Why might having three corporate leaders in a company be seen negatively on Wall Street?
4. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?
5. Who would the "perfect search" work similarly to?
Short Essay Questions
1. Why isn't Google interested in going public and selling shares of the company during its first few years?
2. Describe the confusion Internet users have with Google's email and why they feel their privacy is being violated.
3. Describe the two things that Google does to meet the challenges of its rapid growth, specifically the person it hires and what Larry Page and Sergey Brin create to guide the company.
4. What are some of the challenges mentioned in Chapter 10 that Google faces as it continues to grow?
5. How does an algorithm tweak on Google's part inadvertently hurt many online businesses in 2003?
6. What eventually leads Google to begin selling stock in the company?
7. Describe Battelle's notion of the everlasting impact of search that he explores in Chapter 12.
8. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.
9. What are the two important facts about search that Battelle's story illustrates in Chapter 12?
10. What are some of the concerns outlined in Chapter 8 about privacy and Internet search?
This section contains 1,103 words (approx. 4 pages at 300 words per page) |
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